{"id":2802,"date":"2018-03-14T10:20:35","date_gmt":"2018-03-14T10:20:35","guid":{"rendered":"https:\/\/staging.elixirrdigital.com\/us\/2018\/03\/14\/the-big-secret-to-b2b-copywriting-content-marketing\/"},"modified":"2025-06-17T14:35:58","modified_gmt":"2025-06-17T14:35:58","slug":"the-big-secret-to-b2b-copywriting-content-marketing","status":"publish","type":"post","link":"https:\/\/staging.elixirrdigital.com\/us\/2018\/03\/14\/the-big-secret-to-b2b-copywriting-content-marketing\/","title":{"rendered":"The Big Secret to B2B Copywriting & Content Marketing"},"content":{"rendered":"

When it comes to B2B offerings, it can feel like writing copy<\/a> for your website is a nightmare. Having written copy for a huge variety of businesses, I can hear the objections now \u2013 they\u2019re even thoughts I\u2019ve had a few times myself. A classic would be\u2026<\/p>\n

\u201cThis is boring \u2013 why would anyone want to read about it?\u201d<\/p><\/blockquote>\n

While issues like this one are real and need to be overcome, these concerns \u2013 and many others in the field of B2B marketing<\/a> \u2013 can be eased with a simple thought exercise.<\/p>\n

Businesses are not your audience<\/h2>\n

Yes, your offering is B2B but ultimately a business doesn\u2019t read content. Yes, the decision to take on your services might be made at the board level of a business but a business doesn\u2019t perform a Google search to find your services.<\/p>\n

What I\u2019m trying to illustrate here is that your content \u2013 whether it\u2019s on-page SEO<\/a> content, a blog article or a whitepaper \u2013 isn\u2019t for a business. Not really. It\u2019s for a person. That person works for a business, but they\u2019re still a person.<\/p>\n

\"\"<\/center>Even when we\u2019re making decisions in our professional lives, we don\u2019t become automatons. We don\u2019t become the physical embodiment of the business as a whole. We remain a person.
\nThat\u2019s the big secret. B2B content is, in many ways, an illusion \u2013 because behind every B there\u2019s a C.<\/p>\n

Practical implications of this understanding<\/h2>\n

All seems very conceptual doesn\u2019t it? Let\u2019s talk about what this means for us content creators in the real world.<\/p>\n

First and foremost, it puts the focus back on the user. If you\u2019ve read any of my previous blogs about copywriting and content marketing<\/a> then you\u2019ll have heard this before. Successful content is written with the reader in mind.<\/p>\n

We know we\u2019re writing for a person who sits within the kind of business we want to acquire. How that person relates to the decision-making process might change depending on the kind of content we\u2019re writing \u2013 we might be trying to talk to the person who actually makes the final decision, or we might be talking to someone further down the chain. An influencer or initial researcher, for example.<\/p>\n

\"\"<\/center>Building a profile of who those people are will make creating content easier. By that I mean understanding their typical job role and responsibilities, and determining how they fit into your target sector\u2019s decision making process.<\/p>\n

How this impacts your B2B copywriting<\/h2>\n

Now we know that our reader is a person, rather than an organisation, we can start to make all the kinds of assessments we\u2019d make of a B2C prospect.<\/p>\n